Apparatus and method for rewarding consumers

ABSTRACT

In order to reward a consumer for trying or learning about a product, the customer is given a unique identification number, preferably an unvalidated ATM readable card, and instructions for completing a test or survey by telephone or on the Internet. Upon successful completion of the test by the consumer, the identification number is validated so that the consumer may withdraw a cash reward from a temporary bank account funded when the identification number is validated via an ATM. Where the consumer is the patient of a physician, the patient may receive the number and card from the physician along with a prescription for redemption at a pharmacy whereat the pharmacy dispenses a supply of the drug to the patient and is paid by the manufacturer of the drug through the former&#39;s insurance payment processing system.

BACKGROUND OF THE INVENTION

The present invention relates to apparatus for, and a method of inducinga consumer to use or learn about a product by providing a reward for hisor her doing so. More specifically, the present invention teachesapparatus and a method for providing the consumer with a reward cardwhich can be conveniently used by the consumer to timely obtain thereward after the consumer has purchased the product or completed a testor survey relating to it.

It is known in the art to reward a customer for taking a survey byelectronically crediting an account accessible to the customer. Such amethod is disclosed in U.S. patent Publication No. 20020128898 by Smithet al. for Dynamically Assigning a Survey to a Respondent. However, sucha system requires the consumer to disclose his or her personal creditcard number or Internet service account number so that it may becredited with the reward. Consumer's are reluctant to make suchdisclosures in view of concerns as to fraud and identity theft which incurrent times present real risks. Smith et al. do not disclose the useof a reward card as a means of enabling the customer to redeem a reward.

U.S. patent Publication No. 20020107717 A1 to Liu et al. provides forreward payments to participants in a survey who use a credit card at apoint-of-sale or point-of-transaction terminal. While a user of a creditcard is paying for a purchase or service, a survey is presented to theuser. As a reward for completing the survey, money is credited to theuser's credit card account, or miles may be credited to the user'sairline mileage account.

U.S. Pat. No. 6,502,745 to Stimson, et al. for a Pre-Paid Card Systemand Method discloses a system and method for taking surveys when aprepaid card, e.g., a calling card, is used. At the time the card isinserted into a card reader, the user may be asked to participate in asurvey which is conducted at the card reading device. The user can berewarded by adding additional value to the card, e.g., additionalminutes if the card is a telephone calling card.

U.S. Pat. No. 6,256,614 to Wecker, et al. for an Internet System ForProducing Electronic Reward Cards discloses a system for rewardingconsumers who take a survey on the Internet. The reward is given byissuing a new card or adding value to an existing card.

U.S. patent Publication No. 20030236704 for a System and Method for aMultiple Merchant Stored Value Card, and U.S. patent Publication No.20030236712 for a System and Method for Distributing Vouchers, both byAntonucci, are directed to a system for awarding loyalty points toconsumers. A participating consumer may earn loyalty points bycompleting an online survey. Loyalty points issued for redemption atdifferent merchants can be tracked in a single database tied to a singletransaction card.

U.S. Pat. No. 6,189,787 to Dorf for a Multifunctional Card System alsodiscloses a card which can be used to receive and spend value of varioustypes, from different merchants, e.g., airline miles, telephone minutes,and money.

U.S. Pat. No. 5,128,752 to Von Kohorn for a System and method forgenerating and redeeming tokens discloses a reward system which utilizesan appliance connected to a television set for generating rewards in theform of tokens or coupons.

The prior art methods require a consumer to take a test or survey at thetime that the reward is offered, and through the consumer's own bank orcredit card account whereby the consumer's responses are associated withhis or her identity. In addition to the consumer's identity, his or herbank or credit card accounts must also be disclosed to obtain a reward.None of the prior art approaches to rewarding consumers for using aproduct, or learning about the product, or taking a test or surveyprovides a consumer with a time deferred and anonymous way of obtaininga reward for his or her doing so.

SUMMARY OF THE INVENTION

The present invention teaches apparatus for and a method of getting aperson to provide information to a vendor and, in return, rewarding himwith a reward card which looks and works somewhat like a debit card andfrom which a cash or merchandise reward can be obtained.

Typically the person is a consumer who is asked to complete a survey, orto read the manufacturer's promotional literature and then take a test.According to the method of the invention, a consumer is given a “not yetvalidated” reward card having an identification number which is embossedon the front of the card and also encoded in a magnetic stripe on theback of the card. The consumer, thereafter, dials a telephone number onthe card to take the test or participate in a survey. If a test is to betaken, the consumer may have been given a brochure to read about amanufacturer's product. The test will determine whether the consumer hasread the brochure.

While taking the test or participating in the survey by telephone, theconsumer will be asked questions to which he or she may respond bypressing telephone buttons to generate touch tones, or may give voiceresponses, i.e., “yes” or “no” to an interactive voice response system(IVR).

Funds sufficient to pay all participating consumers are kept in a bankaccount of the manufacturer. If the test or survey is properly completedby the consumer, the identifier on the card is “validated” and,simultaneously, there is created a temporary bank account associatedwith the number on the consumer's card which is funded by transferringfrom the manufacturer's bank account to the temporary account, fundssufficient to pay the reward, e.g. $20.00. The consumer may then insertthe card into any ATM in the banking system and receive a cash rewardfrom the temporary account.

Alternatively, provision may be made to use the card as a debit card tomake a purchase in a store. In a variation of the above, the card may beredeemable for merchandise instead of cash. If the manufacturer is apharmaceutical manufacturer, the card may be used to obtain freeprescription medication from a pharmacy. Instead of processing thetransaction through a bank, the pharmacy may enter the number on thecard into its insurance payment processing system to obtain payment forthe “free medicine” that is being provided to the consumer who presentsthe card. For example, the pharmacy may have a point of sale (POS)terminal with a card reader which can interpret the identifier on thereward card and determine whether it has been validated, i.e., whetheran account with an insurance company accessible via the pharmacy'sinsurance payment processing system has been funded.

Also, where a test is taken, the reward may vary with the number ofcorrect answers, e.g., $20 for 5 correct answers to 10 questions versus$50 for 10 correct answers to 10 questions.

The card may be distributed with free samples of a product, e.g.,medicine, and may be redeemable for more free product after the test orsurvey is completed.

DESCRIPTIONS OF THE DRAWINGS

FIG. 1 is a schematic block diagram of a method of a first embodiment ofthe invention.

FIG. 2 is a schematic block diagram of apparatus for performing themethod of FIG. 1.

FIG. 3 is a schematic block diagram of a method of a second embodimentof the invention.

FIG. 4 is a schematic block diagram of apparatus for performing themethod of FIG. 3.

DESCRIPTION OF THE PREFERRED EMBODIMENT

Referring now to FIG. 1 of the drawings, in accordance with theinvention, a manufacturer prepares product packages for distribution toconsumers whom the manufacturer wants to become customers for theproduct and/or from whom the manufacturer wishes to acquire informationfrom the consumer. Included in each product package is an unvalidatedreward card which the consumer may use to redeem a cash reward from abank once the card is validated. Also to be found within the productpackage is information to direct and enable the consumer to take a testor survey prepared by the manufacturer in order to enable the consumerto qualify for the reward.

If the consumer completes the test or survey in a manner which meetspredetermined criteria established by the manufacturer for earning thereward, the manufacturer authorizes its bank to set up and fund from themanufacturer's bank account, a temporary bank account associated with anidentification number assigned to the consumer. The consumer may thenwithdraw the reward from the assigned and funded temporary bank account,preferably by using the card in an automatic teller machine (ATM).

Referring additionally to FIG. 2 of the drawings, identificationnumbers, each of which is unique, are entered into fields withinrespective records of a table in a database stored as a computer file,preferably on a non-volatile electronically readable computer storagedevice 1 such as a magnetic or optical disk drive or a magnetic tapedrive. A validation field is provided in each record to indicate whetherthe identification number has been validated as a result of a consumerhaving successfully completed a survey or a test.

Such a survey will normally be fashioned to enable a productmanufacturer to acquire statistical data which can be analyzed to deriveinformation that will aid in marketing its products. A productmanufacturer seeking to educate consumers about its products in the hopeof making them customers for the products may package with a product 5offered for sale to the consumer, or given for free as a promotionalsample, literature 6 explaining the benefits of or otherwise promotingthe product 5. A test would then be used to verify that the consumer hasread the literature.

In order to enroll a consumer in the reward program to which theapparatus and method of the invention are directed, the consumer isassigned one of the unique identification numbers. This is mostconveniently done by giving the consumer a reward card 3 bearing theidentification number. The reward card 3 is preferably packaged with aproduct 5 that is purchased by or otherwise given to the consumer. Inaddition to or instead of the identification number being imprinted orembossed on the reward card 3, the reward card 3 may be provided with adevice for making the identification number machine readable. Forexample, where the reward card 3 is intended to be used for withdrawinga cash reward from an automatic teller machine 2 (ATM), the reward card3 will have a magnetic stripe onto which the consumer's assignedidentification number is encoded. Alternatively, the reward card 3 mayhave imbedded within it a radio-frequency identifier (RFI) circuit orother machine readable device.

In accordance with the invention, the reward card 3 bearing theidentification number is packaged with instructions for making contactwith a bidirectional communication link 7 to a computer which isprogrammed to administer the test or survey. The computer 7 may be thesame as or separate from the computer in which the storage device 1 isinstalled for maintaining user identification numbers.

For example, the instructions packaged with the reward card 3 may invitethe consumer to take the test or survey, and provide instructions forreaching the communication link 7 from a readily availablecommunications terminal 8 such as a telephone, preferably but notnecessarily a touch tone telephone. Upon dialing the number the consumeris greeted with a computer generated voice message, via a voicesynthesizer 10, explaining the nature of the test and how to answer thequestions by entering responses via the telephone's touch tone keypad.Where a touch tone keypad is to be used, the questions will preferablybe of the multiple choice or true-false type. An interactive voiceresponse system (IVR) 6 may be used to enable the computer to receivevoice responses to the questions provided by the consumer.

The test or survey may also be administered over the Internet. In such acase, the uniform resource locator (URL) for a website established bythe manufacturer is provided with instructions for using the reward card3 to obtain a reward. Upon entering the URL, via a keyboard at theterminal 8, which is connected to a computer (not shown) programmed withcommercially available Internet web browsing software, the consumer ispresented with a page having instructions and links to questions fortaking the test or survey. Responses to the questions can be enteredonline, recorded and scored by the manufacturer's computer, as will beknown to those skilled in the art.

The computer containing the software for administering the test over atelephone line or on the Internet as previously explained, is programmedwith software for evaluating the consumer's responses to the test orsurvey. The evaluation may be based in whole or in part on the number ofcorrectly answered test questions, the total number of test or surveyquestions answered, the time spent completing the test or survey,consistencies among answers to related questions, or various othercriteria indicative of whether the consumer made a good faith effort toread the accompanying literature, where applicable, or to providerequested information.

In a computer storage 14 which is a component of or accessible by thecomputer which evaluates the consumer's response to the test or surveyare criteria for a successful completion of the test or survey, e.g.,minimum number of correct answers. A comparison is made between theevaluation of the consumer's response to the test or survey 16 and theminimal criteria 14 for a successful completion of the test or survey 16in a comparator 9 which can also be programmed in software. If thecomparison determines that the minimal criteria for a successfulcompletion of the test or survey have been met or exceeded, thecomparator generates a “pass” signal which is necessary to enable theconsumer to receive his or her reward. The validation field in the datarecord for the consumer's identification number is then modified toindicate that the reward has been approved for a reward.

If the comparison determines that the minimal criteria for a successfulcompletion of the test or survey have not been met, the comparator maygenerate a “fail” signal which causes the validation field in the recordfor the consumer's identification number to indicate disapproval of thereward, thereafter preventing the consumer from using the reward card 3or identification number to obtain a reward. Alternatively, the computermay be programmed so that in the absence of a “pass” signal, thevalidation field is left neutral, that is, with the same contents thatit had before the test or survey was administered thereby affording theconsumer another opportunity to take the test or survey and obtain thereward.

A funder software module 11 queries the table of identification numbers,either periodically or on command, to determine which identificationnumbers have been approved for customer rewards. For each record havinga value of “approved” in its validation field, in a scan of theidentification number records in the database, the funding softwaremodule 11 sets up a temporary bank account 13, at the manufacturer'sbank, which is linked to a master account 15 of the manufacturer.

The funding software module 11 then transfers from the master account 15to the temporary account 13, funds equal to the amount of the reward towhich the consumer is entitled for completing the test or survey.

The temporary account 13 is preferably made accessible via an ATM 2 intowhich the reward card 3 can be inserted for enabling withdrawal of thereward in cash, much the same as a bank credit or debit card may beused. Alternatively, the identification number may be included in a listaccessible to a merchant of a product 5 which constitutes the reward,and from whom the consumer may obtain the reward by visiting themerchant.

Referring now to FIG. 3 of the drawings, there is shown an alternativeembodiment of the invention tailored for use with specific classes ofconsumers and products, namely medical patients who use prescriptionmedicines. In this variation of the invention, the manufacturer may be aproducer of a prescription drug for treating a specific ailment who isseeking to have patients try an initial, and possibly a follow-up,sample of the drug. In order to accomplish this, the manufacturersupplies physicians who treat the ailment with reward cards, drugliterature, and/or drug samples at least one of which contains a uniqueconsumer identification number. Reward cards, drug literature, and/ordrug samples are provided to the physician free of charge so that thephysician may pass along to a patient believed to possibly benefit fromthe drug, a reward card 3, drug literature, and/or drug sample, alongwith a prescription for a further supply of the drug.

The patient may be required to complete a survey or test as in the casewhere a monetary or product reward is given in connection with thepromotion of a nonpharmaceutical product 5. In such a case, thepatient's response to the survey or test may be evaluated as explainedabove, and an entry may be made in a database record for the patient'sidentification number indicating approval of the reward, i.e., thefurther supply of the drug. Alternatively, no test or survey may berequired for obtaining a follow-up supply of the drug.

Instead of a bank account accessible through an ATM 2, the manufacturerof the drug would arrange for payment of pharmacies dispensing a sampleof the drug to the patient through the insurance payment processingsystem (IPPS) used by each pharmacy. A card reader in the pharmacy'spoint of sale (POS) terminal could interpret the identifier number onthe card and then obtain an authorization to provide the reward to thecustomer in the form of medication. The temporary insurance accountestablished for funding the reward could then be accessed by thepharmacy for reimbursement.

Referring additionally to FIG. 4, upon approval of a reward, e.g., adrug sample, for a patient, a benefit creator, analagous in function tothe funding software module 11 used to fund a cash reward, creates atemporary insurance account with a medical insurance provider or healthmaintenance organization (HMO) with whom the pharmaceutical manufacturerhas made a payment arrangement. The pharmacist may then bill theinsurance company or HMO for reimbursement for the cost of the rewardmedicine supply given to the patient, through its insurance paymentprocessing system, just as it normally does with respect to customerswho purchase medication covered by their insurance policies.

In addition to the normal charge for dispensing the medication, thepharmacy may also be paid a service fee as an incentive forparticipating in the manufacturer's promotional program. A monetaryincentive to the pharmacy, beyond its normal profit on the prescription,would be particularly appropriate where the pharmacy is requested toobtain personal data from the patient with a consent to disclose it tothe pharmaceutical manufacturer for use in communicating directly withthe patient in order to learn of the effectiveness of the drug, thepatient's attitude towards it, and any other information which may helpthe manufacturer in tailoring the drug and its distribution to enhancethe effectiveness of the drug and or its profitability.

While the present invention has been particularly shown and describedwith reference to exemplary embodiments thereof, it will be understoodby those of ordinary skill in the art that various changes in form anddetails may be made therein without departing from the spirit and scopeof the present invention as defined by the following claims.

1. Apparatus for enabling a consumer to obtain a reward through the useof a rewards card containing an identifier unique to said consumercomprising identifier storage means for storing in machine readable formsaid unique consumer identifier and an indication of whether saidconsumer qualifies for said reward, said indication initially being thatsaid consumer does not qualify for said reward, questionnaire means forstoring a questionnaire in machine readable form, response criteriameans for storing data indicative of an acceptable response to saidquestionnaire in machine readable form, testing means operativelyconnected to said questionnaire means for posing questions to saidconsumer in audio or visual form and receiving from said consumerresponses thereto, comparator means operatively connected to saidtesting means, said response criteria means, and said identifier storagemeans for making a comparison between said data indicative of anacceptable response to said questionnaire and said consumer responses,said comparator means causing said identifier storage means to indicatethat said consumer associated with said identifier qualifies for saidreward as a function of said comparison, funding means operativelyconnected to said comparator means for funding a temporary accountcorresponding to said identifier only when the consumer associated withsaid identifier qualifies for said reward, and card reader means remotefrom said testing means and operatively connected to said identifierstorage means for interpreting the identification number on said rewardscard and authorizing dispensation of a reward to said consumer from saidtemporary account.
 2. Apparatus according to claim 1 wherein said cardreader comprises an ATM.
 3. Apparatus according to claim 1 wherein saidcard reader comprises a point of sale (POS) terminal.
 4. Apparatusaccording to claim 1 wherein said testing means comprises means forbeing accessed by telephone.
 5. Apparatus according to claim 1 whereinsaid comparator means further comprises means for generating a score asa function of the number of correct answers given to said questions, andsaid funding means is responsive to said score for funding said accountin an amount which is a function of said score.
 6. A method forrewarding a consumer of a product or service comprising, providing tosaid consumer a machine readable reward card containing an identifierunique to said consumer, creating an interactive questionnairecontaining questions, providing to said consumer a communication linkfor administering said questions to said consumer and for receiving fromsaid consumer a response including answers by said consumer to saidquestions, comparing said response to predetermined criteria forsatisfactorily completing said questionnaire and funding a temporaryaccount only if said consumer has satisfactorily completed saidquestionnaire, and enabling dispensation of a reward to said consumerfunded from said account upon reading of said card.
 7. A methodaccording to claim 6 wherein said communication link is accessible by atelephone.
 8. A method according to claim 7 further comprising enablingsaid consumer to answer said questions by using a numeric keypad on saidtelephone to generate tones indicative of said response.
 9. A methodaccording to claim 1 further comprising packaging with said product saidreward card and written instructions for using said reward card toobtain said reward whereby said reward card is delivered to saidconsumer with said product.
 10. A method according to claim 6 furthercomprising computing a score as a function of the number of correctanswers given to said questions, and funding said account in an amountwhereby the reward is a function of said score.
 11. A method accordingto claim 6 wherein said reward comprises cash and said account is a bankaccount, and further comprising enabling said card to be accepted by anATM for dispensing cash from said bank account.
 12. A method accordingto claim 6 wherein said reward comprises medicine and said account is amedical insurance account, and further comprising enabling said card tobe accepted by a point of sale (POS) terminal for authorizing payment toa pharmacy of compensation for providing said reward to said consumer.